Ford Executes a Drivable 'Escape the Room' Game - Event Marketer

Ford Executes a Drivable ‘Escape the Room’ Game

db_ex-2017_single-mkt-consumer_silver_ford
Brand: FORD
Agency: CIVIC ENTERTAINMENT GROUP GAIL & RICE
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2017

What better way to get millennials to take a test drive than by incorporating the car into a drivable game. Ford last summer did just that in a collaboration with visionary puzzle maker Victor Blake, creator of the Escape the Room pop-up game, that integrated technology from the new Ford Escape into a creative plot to solve puzzles so participants could literally drive to the next room. More than 1,000 participants and 100 media played Escape the Room over a three-day period. Shared photos and videos from the event numbered in the thousands and media impressions reached more than a million.

Ford’s innovative test-drive game took place in a converted warehouse space in New York City where players made their way through a series of rooms, each with a theme, such as an apartment, an office, a street scene, a highway construction zone and more. Participants used the Escape’s technology features, such as its voice-activated entertainment system and Enhanced Active Park Assist, to solve clues to guide their journey through the space. The event used a new and popular experiential concept to communicate vehicle product information to a sometimes-skeptical audience. Game on, Ford.

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